Supplementation market grows in Amazonas and drives business development

Manaus (AM) – Brazilians are consuming more dietary supplements. The main objectives are for the improvement in well-being and immunity. According to data from the Brazilian Association of Food Industry for Special Purposes and Related Purposes (Abiad), sales of these products grew by around 75% in the last five years.

Due to the increase in sales of these products, the supplements industry in Manaus has been investing more and more and expanding, focused on meeting the needs of consumers, who are increasingly diverse.

According to experts, supplementation can be an important line for people who do not consume the daily amount of protein needed, such as high-performance athletes, menopausal women, seniors over 65, vegans, vegetarians.

“Lately, there has been a very strong association with the use of supplements to gain muscle mass. It can indeed contribute to this result, but this depends on the basic diet, the type and duration of training, the time consumed and other social determinants of health. Increasingly, people are having less time to prepare their meals. Supplementation can be a good combination for those who live in the rush. But, it can never replace food”,

explains nutritionist David Reis.

According to the nutritionist, supplements are products with a purpose and the recommendation is to use them only for those who really need them, after consultation with a professional.

“The use must follow the prescription made, because the result with the use depends on the correct way to use it. There are several categories of supplements: for mass gain, slimming, improving performance and restoring specific nutrients. The detailed evaluation will guide this use”,

specifies Kings.

supplementation market

According to Abid data, between December 2021 and 2022, there was a 4.5% increase in hiring for the sector, demonstrating that it is already possible to see a considered growth in sales and employability in the sector.

“People during the pandemic felt insecure and began to consume many vitamins, supplements, in an attempt to increase their immunity. There was already an increase in demand for supplements long before, but, with the pandemic, this became very pronounced, especially this issue of immunity. There is an improvement in the health habits and general well-being of society. So, it is also a change in relation to the health care of the population. They [pesquisadores] point out these two things, immunity and health care”,

analyzes the doctor in economics, Lenice Ypiranga.

The products, which were previously restricted to gyms, are increasingly consumed by the general population. This scenario makes room for the growth and expansion of companies in this segment in Amazonas, points out Michele Aracaty, economist and professor at the economics department at the Federal University of Amazonas (Ufam).

“The opening of new companies focused on the health sector serves a niche market and attracts investment with guaranteed return. I highlight the increase in sales of products with natural ingredients and the use of products from the forest, that is, from the Amazon. There is no limit to the growth of the beauty and wellness segment, which makes it the most profitable for investors”,

comment.

Aracaty says that the capital of Amazonas is already inserted in the health and well-being segment and the scenario is propitious for new investments. “We can see the number of beauty clinics, gyms and supplement stores. And it tends to grow even more. The potential for generating employment and income in this segment, as well as the need for constant qualification of the workforce. Finally, I emphasize the need to always offer the public news and new products, as diversification is the great characteristic of this sector. ”

Supplementation companies in Manaus

In Manaus, two supplementation companies stand out for their investments in the sector, with the opening of new branches, business growth and investment in products and innovations to attract customers, Moderna Suplementos and Maromba Suplementos.

About 15 years ago, Moderna Suplementos emerged as a segment of Distribuidora Moderna, where the company’s owner was one of the pioneers in investing in the potential of supplements.

“At first, nobody who worked in the area believed it, we created the first specialized store in Manaus, on Avenida Epaminondas. From that moment on, we worked and developed a very organic business, a lot of word of mouth, of leafleting in gyms, at a time when the social network was not yet very strong. We were developing manually”,

recalls Pedro Figueiredo, partner at Moderna Suplementos.

Figueiredo analyzes that today the supplementation segment is stabilized in Manaus society and believes that the market tends to grow.

“This year, we really felt an increase in demand for supplements, we are selling more. I analyze that the public for supplementation has been growing because people are taking more care of their physical and mental health. Since the pandemic, people have realized that they need to have a healthy body and mind, they began to see the need for greater physical activity and the search for supplements has been increasing, complementing the difficulty of taking an intermediate diet in their daily lives. “, highlights.

For the future, Moderna aims to open more stores and invest to take the supplementation market to more areas of the Amazonian capital. “I believe that we are consolidated among the stores in the segment in the branch. We are finalizing the renovation of a new point on Avenida Djalma Batista. We have a plan to go to the East Zone, where the people are. I believe that we will open a couple more points, in the near period, even in the middle of the year, this is my expectation. The goal is to continue growing, consolidating itself more and more, strengthening the market in the State”,

explains the partner of the company.

Maromba Suplementos

Maromba Suplementos is one of the companies of the MS group, a group focused on the entire supplementation segment, in Manaus. With four years, the company has more than 75 thousand followers on its social networks and has consolidated itself in the market by investing in digital marketing, partnerships and innovations.

“Like most enterprises in the national market, the company started with a small dream, but with work, innovation, dedication and study we have been developing, always focused on these issues. Inovar is one of our brands, in every sense, from marketing to commercial issues. Surfing the wave of growth, we managed to develop well within these four years”,

emphasizes Hugo Barreto, CEO of Maromba Suplementos.

Barreto argues that, even in great expansion, the supplementation market is still growing at a slow pace in Manaus, compared to other Brazilian capitals. According to him, this is due to issues related to the cost of living for Amazonians.

“We understand that the market is expanding, potential, but compared to the rest of Brazil, we are below. Mainly due to issues related to family income, per capita income in the Amazon is below the national level. A large percentage of the Amazonian’s income is spent on the basics, such as energy, water, transport, and like it or not, the gym or aesthetics, and supplementation are in the background. But even so, the percentage of Amazonians who are taking care of themselves, worrying about their health, their well-being, has grown a lot”,

explains.

The company invests in digital media, with fun videos, media education and customer loyalty. “We run towards that side of educating, bringing a little joy to people and, because of that, also bringing information, our work, we understand that the combination of these marketing strategy models get along very well. When you make people smile and, at the same time, care about them, talk to them and understand their needs, it all fits in very well with our strategy and is still working today,” he said.

“The growth comes, through the wave, an expansion of the niche segments, not only in supplementation, but in the environment linked to health, well-being that is increasingly present among Brazilians. Worrying about health, quality of life, aesthetics has also been growing in the current wave, but the fact that we grow above the market segment shows us that we have some strategies, attitudes that make us grow above others, among they are loyalty. Today, our main point of differentiation in this sense of business is the reach with which we connect with our customers, this is a great differentiator of our store”,

complete.

Focused on attending gym students, Maromba Suplementos signed a partnership with Live Academia, but intends to reach a more diverse audience in the future.

“The partnership adds up a lot, we managed to raise awareness and educate Live students. We do tastings, we understand this is the best place, the place with the most potential for converting customers, obviously almost everyone is allied with the same objective of our products. We extend that there are other markets such as sports in general, we carry out work to reach this audience. We understand that sport is a means of educating the public, the community, both about the importance of taking supplements and also about taking care of yourself”, points out Barreto.

Innovations for the future of the company

Hugo Barreto points out that the company will invest in new franchises. According to the CEO, the company’s last major innovative project was “Maromba in box”, a supplement store in a container that can be easily moved around the Amazonian capital.

“The company had a big expansion recently, plus four new units, we had an innovative project put into practice, the Maromba in Box, being a store in a container, a mobile store, today it is on Avenida Torquato Tapajós, but it can be removed, has this viability. The company’s next steps are to focus on these models, as they have potential both because of their low cost and the level of investment, and we understand that this format has great potential for franchising. We can sell it to other people and other brands, this is the future of the group”,

examine.

The company will invest in sports and professional consultancy, in qualification, far beyond selling supplements, Maromba aims to focus on meeting public demand.

“Maromba is part of the MS group, which is also formed by PH Distribuidora. In the future, we want to expand these group arms. Both growing in retail with Maromba, as well as opening new arms in terms of management. We understand that the market has this demand, a more professional management, that doesn’t see numbers, that trains salespeople, trains, creates strategies, we see this opportunity and this market need, we plan to enter this niche. The niche of consultancy, advisory by follow-up”,

ends.

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